07 Apr 2022

Navigating a new world: marketing's growth from uncertainty. 

Uncertainty.

Before 2020, the word had a different feel, a certain kind of sting. But COVID has removed some of its power. ‘Uncertain’ is not as scary, not as unsettling, not as catastrophic.

In fact, it’s allowed the industry, and we as marketers, to grow professionally in ways we never expected. We’ve never seen such rapid digital transformation and naysayers embracing digital and data-driven approaches. We’ve never seen consumer take up of apps and online commerce grow so fast.

This has created gaps in the market. And savvy marketers have already found these to fuel growth and market share.

At ADMA’s Global Forum we heard from brands that have navigated this new world. They adapted, developed and emerged stronger, smarter and albeit a little battle-scarred. But through all this one thing has remained true.

Trust.

Not only has it remained true – it’s more important than ever. In the face of uncertainty, trust bonds brands and consumers, managers and teams, stakeholders and society.

It’s the bedrock of customer relationships and the foundation of team cohesion. And trust-building is the skill that underpins how we will master this new world.

It takes time to build but moments to destroy. As marketers we know how a trust breach can strip a brand from market leader to languishing in no time at all.

And it’s this that makes building trust so vital and so fragile. But with the right skills, every marketer can master this new world.

Qantas Group Chief Customer Officer, Stephany Tully put it simply at Global Forum.

“When you’re in crisis mode you go back to basics in many respects.”

And what’s more fundamental in the relationship between a brand and its customers than trust?

For Qantas this came down to making their customers feel safe about their health when they travel. To giving them confidence that if things change, Qantas will adapt, changing dates and rescheduling bookings.

For Optus, it was about staying focused on its critical role in keeping Australians connected.

“The digital world has made us marketers think a lot less about customers, we’re focused too much on the data – we’ve forgotten that there are actual humans out there,” said Melissa Hopkins, VP Marketing at Optus. “The way we at Optus connect with our customers is not just how we think about and sell our product. It's how we can engage and help them live their lives in different ways.”

And as scientific futurist, Dr Catherine Ball pointed out, we as marketers also have an exciting opportunity to use data and technology to build trust. Not only through how we use it, but by informing our clients about possibilities.

“You have a real opportunity to educate your clients and customers about new and emerging technologies… by explaining to them some of the things in which data is going to be collected, how it's stored and how it's used. That's how you empower and engender trust,” Dr Ball explained.

She also stressed the importance of not getting distracted by the promise of data and tech but focusing rather on the broader problems you’re trying to solve.

“Technology should never be the first conversation. The data that you collect should never be the first conversation. The ‘reason why’ should be the first conversation and then the how comes and finds itself later.”

And of course, staying authentic and true to your brand values and purpose has become critical in building customers, because, as Brett Armstrong, general manager at TikTok put it, “customers don’t care about brands anymore. They care about what brands stand for.”

Right now, trust is really important for every marketer.

Remember you’re not alone. ADMA has your back – whether that’s to help you and your team upskill, understand or share. Our support for members, marketers and the industry is unwavering.

In this world of uncertainty, of that I’m very certain.